BRANDING YOUR ARTWORK
Just what is an artist's BRAND?? Simply put...it is what sums up your work or identifies your work as yours! Think of the well known brands for products such as Nike, FedEX, etc. The Nike "check mark" and the FedEX name are both brands. You see the symbol or name and instantly know who or what it represents.
Now, translate that to artists. One that almost everyone knows is the artist Thomas Kinkade. He was known as "THE PAINTER OF LIGHT". That was his "brand"! Other artist paint light, but he made it his motto, or brand. So we need to come up with "how we want to be known" as an artist. That can take time and effort, but it is important. How do we do it?
Frankly, it takes research, study of our work and others, and then some thinking and homework! But, there are steps that help to simplify the process. Below are some examples:
1. DEFINE YOURSELF! Who are you and what do you do? Are you like everyone else? If not, what is different about you and your art? What is the feeling you are going for? How do you want to be remembered or known?
2. WHO IS YOUR TARGET AUDIENCE? Rich and famous, general audience? Young or old? Other artists? Homes or businesses? Locals or tourists?
3. WHAT MAKES YOUR WORK DIFFERENT? If you can't think of anything different, you need to come up with something different. It doesn't need to be outrageous, something simple can make a great impact! Unusual colors, different perspectives, use of a different medium or combination of mediums, framing or basing your work in an innovative way, even unique subjects can set your work apart. Combining traditional with modern, etc. One artist simply tapes up the edges of his canvas so that they are left white as he paints, then he paints that white strip a bright white after the painting is done. That has become his brand! It can be a very simple thing.
4. SELL YOURSELF! Make up business cards and carry them with you at all times!! You never know when you might have an opportunity to give one out and what effect it may have. It gives you an opportunity to talk about your work and what you seek to accomplish.
5. BE FLEXIBLE! If given the opportunity to show or sell don't turn up your nose unless you really have to. Maybe you paint as just a hobby, but no matter what you NEED A BRAND!!!
BRANDING can be a catch phrase or a technique that we use, something in our art such as consistent colors with every painting, a certain feel in all our work. We want people to know our work on sight. The paintings don't have to be repeats or stamped out of a mold, but something triggers people that it is our work. Again, think of Kinkade. All his work has light as a feature! We recognize his work at a glance. He wasn't the only artist to use light by any means, but he "branded" that light! So, do your research, ask friends and others who like or have purchased your work, "What is it that you like about my work? Do you see something different? Any suggestions?" You never know, they may see something you missed! Listen to their thoughts! Look at other artists who do similar work. Go to galleries, museums and shows. Especially galleries. Why is the artist's work there? Is there something different? Can you take a similar approach? NO COPYING ALLOWED!! But can you take the idea and twist or tweak it to fit your style? Again, it doesn't take a lot to set you apart! I can think of an artist here in our area. She does paper mache horses. Nothing special..,except she has 12" horses on 3 foot legs! Now that's special! They are very unique and gorgeous. Another one always uses red underpainting and allows it to show through the paint, thus setting her apart. You may paint all your trees red. It can be very simple, believe me.
So now, go do your homework. No cheating! Take the time to study, read, think about it, and then come up with YOUR brand. And, by the way, it can change in the future.
I have decided on two for now. First, I call myself the painter of "TRANQUILITY AND PEACE" but two of my series are called "SCENES OF ST AUGUSTINE" and "OCEAN MEDITATIONS". The "Scenes of St Augustine" I want to work into a brand. I am also working on a new series that I have already decided on a name but it is also a brand. I am not ready to reveal the name just yet as I want to have a some of these paintings available before I unveil it. It will be within the next few weeks or so that I post on it. Watch for it ok?
Thanks for following me and I hope this has helped you in some way, or at least got your brain juices flowing, LOL!!
Below is my latest painting. I played Caribbean music on Pandora as I worked on it to set the mood. BTW, I always play music as I paint. It started in junior high where our art teacher ALWAYS had classical music playing as we worked. She said it was vital in keeping the creative spirit going. Enjoy, and see you next week!
24 x 48
Acrylic on gallery wrap canvas